The Effectof YieldManagement StrategiesonCustomerRetention:TheMediatingRoleof Customers’Perceptionof Fairnessin5-starHotelsinEthiopia
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Date
2020-06
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Publisher
A.A.U
Abstract
Yield Management strategies:dynamicpricing,capacity management, price
discriminationanddurationcontrolare usedinhighratedhotelstooptimizeroom
occupancyandinturnprofitability.These strategieswereexaminedextensivelyifthey
hadeffectoncustomer retentionviathecustomers’perceptionof fairness.Customers’
perceivedfairnesstowardsyieldmanagementhadbeengiven littleattention;thus,this study
examined its mediating effectbetween yield managementstrategies andcustomer
retention.Thisstudyadoptedquantitativeresearchapproachfortheinvestigationthrough
questionnairesofvalidmeasureandinterviewswithmanagersof5-starhotelsinEthiopia
andtheircorresponding customers.Thisstudyutilizedsimpleandmultipleregression
researchanalysistechniquesandPROCESSmacroforSPSSandpresentsfindingsinthe
topic.Andtheresearchfindingsreveal thattheapplicationoftheaboveyield
managementstrategieshassignificanteffectoncustomerretention viacustomer’s perceived
fairness.Managers’ decision makingand theirflexibility in the application of
theyieldmanagementstrategieswasalsofoundtobeindispensableinmaintaininglasting
relationshipswiththeircustomers.Customers’perceivedfairnessfullymediatesduration
controlandcustomerretention.Andrecommendationsweremadeforhotelstorationally
integratetheiryieldmanagement strategieswithcustomerrelationshipmanagement
Description
AThesisSubmittedtoAddisAbabaUniversityCollegeofBusinessand
Economics,GraduateStudiesinPartialFulfillmentoftheRequirements
fortheDegreeofMasterofBusinessAdministration,Specializationin
Management
Keywords
CapacityManagement, Dynamic Pricing, Duration Control, PriceDiscrimination